When you give a 3-minute answer to a television reporter's question, you have said too much and too little at the same time.
It's a question of too much information burying your core, essential message.
If you give a reporter three minutes worth of verbiage, you allow the reporter to decide what's important. If you give a crisp, clear response, you leave no doubt what's important. You have given the TV reporter a gift – good air for a 12-second clip to weave into his or her story.
In the issues management space, there is too often a belief that a windy, fact-filled explanation will win the day. If people don't get it the first time through, then just keep feeding them more facts. This is the equivalent of talking louder when an audience seems deaf to what you are saying.
Length and volume are no substitutes for clarity and brevity. You can sneer at sound bites, but don't forget to use them. They work. Sound bites are built to be heard.
What do you need to say? What is the important message to convey? What is the best way to communicate that message? Answering these questions should lead to a simplified statement that makes your point.
There is a time and place for background, context and more detail. We call them fact sheets, special topic websites and explanatory video. Let them do the deep dive while you provide the sharp edge of what a topic means and why it is important.
Admittedly, there is a fine line between being too glib and too wordy. Sometimes glibness comes across as patronizing or dismissive. Caution needs to be taken to ensure sound bites inform, not insult.
However, your energy is better spent on trimming excess words and non-essential information so you focus on phrasing the key message so people hear and remember it. Saying less is much harder than adding a bullet point or citing another fact. Saying less does your audience a favor. They don't have to sift through mounds of material to figure out what you are really saying.
There is a reason they don't sell encyclopedias on the doorstep any more. People can go online to find out what need to know. When you speak, you need to concentrate on saying something worth hearing.